Pengaruh Citra Perusahaan, Penanganan Keluhan, Lokasi, Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan

Feby  Ananda; Ufi  Rumefi

Feby Ananda Institut Teknologi dan Bisnis Yadika Pasuruan
Ufi Rumefi Institut Teknologi dan Bisnis Yadika Pasuruan

Abstrak

The growth in the number of motorcycles in Indonesia, which reached 139.45 million units in 2024, has driven an increase in the demand for repair services and created intense competition among workshops, including in Pasuruan Regency. Suko Motor Workshop was selected as the research object because it shows a significant increase in the number of customers, yet it is not known empirically to what extent company image, complaint handling, location, and service quality contribute to shaping customer loyalty. This study aims to analyze the influence of company image (X1), complaint handling (X2), location (X3), and service quality (X4), both simultaneously and partially, on customer loyalty (Y) at Suko Motor Workshop.This study employs a quantitative approach using a survey method to analyze the influence of company image, complaint handling, location, and service quality on customer loyalty at Suko Motor Workshop. The population consisted of all workshop customers, with samples taken using non-probability sampling through purposive sampling method. The criteria included being aged 17 years and above and having made at least 2 transactions. The sample size was 105 respondents. Data analysis was conducted using validity tests, reliability tests, and classical assumption tests, as well as multiple linear regression analysis to examine simultaneous effects (F-test) and partial effects (t-test), along with the coefficient of determination (R²). The results of the study indicate that, simultaneously, company image, complaint handling, location, and service quality have a significant effect on customer loyalty. Partially, company image has a significant effect on customer loyalty. Complaint handling has no significant effect on customer loyalty. Location has a significant effect on customer loyalty. Service quality has a significant effect on customer loyalty.

Referensi

Achyadi, F. F. (2021). Pengaruh Kepuasan dan Kesukaan Merek Terhadap Loyalitas Pelanggan dalam Memilih Sepeda Motor Merek Honda. Universitas Muhammadiyah Surakarta.
Aprileny, I. R. (2022). Pengaruh kualitas pelayanan, harga dan kepercayaan terhadap loyalitas pelanggan melalui kepuasan pelanggan. Jurnal STEI Ekonomi, 31(2), 60–77.
Cahyo, A. S. (2022). Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Loyalitas Pelanggan Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Cafe And Resto Azalea. Jurnal Mahasiswa Entrepreneurship (JME), 1(6), 1234–1248.
Chasbulloh, M. (2020). Pengaruh Kualitas Layanan, Kepercayaan Pelanggan, Citra Perusahaan Dengan Kepuasan Terhadap Loyalitas Pada Giant Hypermarket Di Surabaya. STIE Perbanas Surabaya.
Fauzana, R. (2020). Pengaruh Kualitas Layanan Dan Citra Perusahaan Terhadap Loyalitas Konsumen Lion Air Di Kota Bandung Dengan Kepuasan Sebagai Variabel Intervening. Jurnal Menara Ekonomi: Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 6(3).
Griffin, J. (2020). Customer Loyalty. Erlangga.
Kurniyawati, E. (2024). Pengaruh Kualitas Layanan dan Penanganan Keluhan terhadap Loyalitas Nasabah dengan Kepuasan sebagai Variabel Intervening (Studi Kasus BPRS Suriyah Cabang Salatiga). Jurnal BAABU AL-ILMI: Ekonomi Dan Perbankan Syariah, 5(2), 142–152.
Larasati, T. T. (2023). Pengaruh Kualitas Pelayanan dan Penanganan Keluhan Terhadap Loyalitas Pasien BPJS Dimediasi oleh Kepuasan Pasien Pada Klinik Mutiara Gading Medika Bekasi. Journal of Social and Economics Research, 5(2), 1856–1867.
Maulyan, F. F. (2022). Pengaruh service excellent terhadap citra perusahaan dan loyalitas pelanggan: theoretical review. Jurnal Sains Manajemen, 4(1), 8–17.
Widiastuti, P. (2020). Pengaruh corporate image dan kepuasan pelanggan terhadap loyalitas pelanggan di Hotel The Lovina Bali. Universitas Pendidikan Ganesha.
Widyana, B. A. (2022). Pengaruh Display Produk, Lokasi dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Swalayan Surya Mandiri Siwalan Mlarak Ponorogo. Niqosiya: Journal of Economics and Business Research, 2(1), 157–174.